Banding 2.0

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    19-Mar-2017
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Transcript of Banding 2.0

  • Branding 2.0

  • 1 Brand Personality Statement: Artilicht*MARCA = PERSONAComptetencia:Sinceridad:Sofisticacin:Excitement:Ruggetness:

  • Know

    Developing Brand Strategy Brand PositioningBelieve

    Do

    Feel

  • 2 Brand Personality Statement: Artilicht*Edad: Sexo: Raza: ? Brand NameRasgos de NSE:Personalidad:Defectos:Atributos / Cualidades:Forma que se relaciona:

  • Attributes

    Developing Brand Strategy Brand PositioningConsequences

    Emotional / Benefits

    Brand value EquationFuntional benefit

    Emotional benefit

    Perceived value for money

  • Positioning

    Objective differentiation criteriavs. competition

    Unique selling proposition

    Key communication messages

    Developing Brand Strategy Product Positioning

  • Marketing Objectives / Business Gain

    Developing Brand Strategy Brand PositioningRole of Brand (K,B,D,F)KBDF

    Marketing Mix ActivitiesIncrease Know & Believe

    Increase Do & Feel

    Customer group:____________Marketing Objectives / Business Gain

    Role of Brand (K,B,D,F)KBDF

    Marketing Mix ActivitiesIncrease Know & Believe

    Increase Do & Feel

    Customer group:____________